2010 Press

Our press and news from 2010

2010 Press

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1. 2010

  1. Dairy Queen Treats Make Valentine's Day Sweet

    Dairy Queen Treats Make Valentine's Day Sweet

    Midnight Truffle Blizzard and heart-shaped cakes featured in February 

    MINNEAPOLIS – Dairy Queen® celebrates Valentine’s Day and the month of February with two sweet treats: the Midnight Truffle Blizzard® Treat as the featured Blizzard of the Month and signature heart shaped DQ® cakes.

    Available at all Dairy Queen and DQ Grill & Chill® locations nationwide throughout February, the Midnight Truffle Blizzard Treat is a flavorful mix of decadent chocolate truffle pieces blended with rich, dark cocoa fudge and creamy vanilla DQ soft serve.

    During February, Dairy Queen also offers custom heart-shaped cakes made with a layer of luscious chocolate soft serve topped with crunchy chocolate cookie pieces and then layered with vanilla soft serve and decorated with creamy icing. The Midnight Truffle Blizzard can be custom made into a cake as an added Valentine’s treat.

    "Midnight Truffle has become one of our most popular Blizzard flavors, particularly in celebration of the most romantic month of the year," said Michael Keller, chief brand officer for International Dairy Queen, Inc.  "The Blizzard is the gold standard in frozen treats and we continually take it to the next level with flavors such as Midnight Truffle."

    Dairy Queen began blending simple combinations of candies, cookies, fruits, nuts and DQ soft serve in 1985, to create the signature Blizzard Flavor Treat.  Since then, one-of-a-kind flavors such as Strawberry CheeseQuake®, Brownie Batter, Turtle Oreo®, Banana Cream Pie and Double Fudge Cookie Dough have delighted Dairy Queen fans as featured Blizzards of the Month, a program that began in 2003.

    The incredible popularity of the Blizzard brand is what led Dairy Queen to initiate the Blizzard Fan Club in 2005. Today the Fan Club has 2.2 million members. Log on to the Web site at BlizzardFanClub.com.

  2. DQ® Launches Sweet Deals Value Menu

    Dairy Queen® Counters Recession with a Sweet Deal

    DQ’s first-ever value menu “Sweet Deals” offers customers food and treat choices, 20,000 combinations and big savings  

    MINNEAPOLIS – Dairy Queen® is now asking customers “What’s your deal?” The treat category leader and one of the leaders in the QSR industry is giving customers a deal that’s tough to refuse given the troubling economy, the mortgage crisis and the credit crunch.  Beginning today, all DQ® Grill & Chill® and Dairy Queen/Brazier® locations are adding a new permanent value menu that satisfies consumer appetites and choices and is easy on their wallets. 

    What differentiates this value proposition from competitors is that it gives customers the freedom of choice, allowing them to mix and match nine menu items, choosing two for $3, three for $4 or four for $5.  In all, customers will have more than 20,000 combinations to choose from. Sweet Deals includes menu choices such as the signature Dairy Queen cheeseburger, a classic all-beef hot dog, the new chicken wrap, French fries, onion rings, a side salad, a medium beverage and a small sundae or cone made with DQ’s famous soft serve with the curl on top.  Adding further to the value being offered these menu items are not smaller, downsized portions, like those offered by some competitors, but rather are the regular sized menu items that DQ customers have come to expect and enjoy.

    “Sweet Deals combines both food and treats in a way that gives our customers the opportunity to customize their orders, a freedom of choice, so to speak, not only in terms of what they would like to order but also how much they would like to order, how much they would like to spend and how much they would like to save,” said Michael Keller, chief brand officer for International Dairy Queen, Inc. 

    According to Keller, the Sweet Deals menu already accounts for 7 percent of store sales before national advertising runs in March and is expected to help drive same store sales 2 to 3 percent. 

    Following a successful two-year menu test beginning in 2007, Dairy Queen is launching Sweet Deals nationwide, marking the first time in its storied 64-year history that a value menu will be offered year-round. This is in contrast to Dairy Queen competitors that are offering limited-time-only value meals. 

    “The Sweet Deals value menu truly leverages Dairy Queen’s unique strengths as a food and treat industry leader,” added Keller.  “It’s not every day that one of the nation’s largest and most revered quick service restaurants launches a customizable value menu when consumers absolutely are searching for values. Americans are not giving up going out to dinner amid a slumping economy, they are being more careful with their spending, which is a key reason why we are launching Sweet Deals.”

    The debut of Sweet Deals will be supported by national advertising in March and May. 

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  3. Dairy Queen® Offers Sweet Treats for Valentine's Day

    Dairy Queen® Serves up Sweet Treats for Valentine’s Day

    Choco Cherry Love® Blizzard® and heart-shaped cakes on the menu in February

    MINNEAPOLIS – Nothing says romance like chocolate and cherries, so this February Dairy Queen® celebrates Valentine’s Day all month long by bringing back fan favorite Choco Cherry Love® Blizzard® as the featured Blizzard of the Month.

    Available at all Dairy Queen and DQ Grill & Chill® restaurants nationwide beginning Feb.1, the Choco Cherry Love Blizzard blends the tantalizing flavors of rich chocolate chunks and sweet cherry topping with creamy DQ® soft serve.

    DQ also whips up romance with custom heart-shaped cakes made with a layer of luscious chocolate soft serve topped with crunchy chocolate cookie pieces and then layered with vanilla soft serve and decorated with creamy icing.  The featured cake in February for the treat category leader is the Choco Cherry Love Blizzard cake.

     “The Choco Cherry Love Blizzard Flavor Treat and our signature heart-shaped cakes really celebrate the sweet life at Dairy Queen,” said Michael Keller, chief brand officer for International Dairy Queen, Inc.  “Our Choco Cherry Love Blizzard is particularly popular because chocolate and cherries are such cravable flavors, especially on Valentine’s Day.”

    The average retail price of the Choco Cherry Love Blizzard is $3.09 for the 12 oz., $3.49 for the 16 oz. and $3.99 for the 21 oz.  The average retail price of a Valentine’s Day heart-shaped cake is $17.99. The average price of a Blizzard cake is $21.49 for the eight-inch and $23.69 for the 12-inch.

    Dairy Queen began blending simple combinations of fruit, candies, cookies, nuts and DQ soft serve in 1985, to create the signature Blizzard Flavor Treat.  Since then, one-of-a-kind flavors such as Strawberry CheeseQuake®, Brownie Batter, Turtle Oreo®, Banana Cream Pie and Double Fudge Cookie Dough, have delighted Dairy Queen fans as featured Blizzards of the Month, a program that began in 2003.

    The incredible popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club in 2005, which has grown to more than two million members. Log on to the newly designed Web site at www.BlizzardFanClub.com.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  4. DQ Brings Back Mint Oreo Blizzard for St. Patrick's Day

    DQ® Brings Back St. Patrick’s Day Favorite

    Mint Oreo® Blizzard® is the Blizzard of the Month for March 

    MINNEAPOLIS – Going green is the latest craze: green buildings, green energy initiatives and a green lifestyle. Dairy Queen® is doing its part by bringing back its best-selling green Blizzard® Flavor Treat, Mint Oreo®, as Blizzard of the Month for March.

    “This refreshing treat is a minty spin on our best-selling Oreo Blizzard,” said Michael Keller, chief brand officer for International Dairy Queen, Inc. “Its green color really connects with St Patrick’s Day and the beginning of spring celebrations and fits right in with the ‘going green’ trend.”

    The annual feast day that has come to be known as St. Patrick’s Day originated in the Emerald Isle and traditionally is celebrated on March 17, not only in Ireland but in countries around the world. Dairy Queen’s Mint Oreo Blizzard debuted in 1997 and is brought back each March so DQ® fans can celebrate all month.

    Available at all Dairy Queen and DQ Grill & Chill® locations nationwide throughout March, Mint Oreo is a flavorful mix of Crème de Menthe topping, Oreo cookies and creamy DQ soft serve. The average retail price of the Mint Oreo Blizzard is $3.09 for the 12 oz., $3.49 for the 16 oz. and $3.99 for the 21 oz. Many Blizzard flavors can be made into delicious cakes, perfect for celebrating special occasions such as St. Patrick’s Day, early spring picnics and birthdays.  The average price of a Blizzard cake is $21.49 for the eight-inch and $23.69 for the 12-inch. 

    Dairy Queen began blending simple combinations of cookies, candies, fruits, nuts and DQ soft serve in 1985, to create the signature Blizzard Flavor Treat. Since then, one-of-a-kind flavors such as Strawberry CheeseQuake®, Brownie Batter, Turtle Oreo, Banana Cream Pie and Double Fudge Cookie Dough have delighted Dairy Queen fans as featured Blizzards of the Month, a program that began in 2003.

    The incredible popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club in 2005, which has grown to more than 2 million members. Log on to the newly designed Web site at www.BlizzardFanClub.com.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  5. Dairy Queen Debuts New Midnight Truffle Blizzard

    Dairy Queen® Springs into April with the Midnight Truffle Blizzard®

    MINNEAPOLIS – The beginning of the spring season is a time of renewal and Dairy Queen® is celebrating with a new Blizzard® flavor, the Midnight Truffle Blizzard, debuting as the April Blizzard of the Month.

    Available at all Dairy Queen and DQ® Grill & Chill® locations nationwide throughout April, the Midnight Truffle Blizzard is a flavorful mix of decadent chocolate truffle pieces blended with rich dark cocoa fudge and creamy vanilla DQ soft serve.

    “What a treat for Blizzard fans to enjoy this amazing premium truffle flavor at the sweetest of prices,” said Michael Keller, chief brand officer for International Dairy Queen, Inc.  “Truffles are a cravable taste and that’s what our customers have come to expect from our new Blizzard flavors. This is the first of what we hope will be many Blizzards made with truffles.”

    Believed to have originated in France, the truffle is named for its visual similarity to the French mushroom of the same name. Like the original truffle, the chocolate truffle has become synonymous with luxury and a sumptuous taste experience. Truffles are made in a variety of styles and in many chocolate houses the chocolatier’s finest ingredients are reserved for the truffle.

    The average retail price of the Midnight Truffle Blizzard is $3.09 for the 12 oz., $3.49 for the 16 oz. and $3.99 for the 21 oz.  Many Blizzard flavors can be made into delicious cakes, perfect for celebrating special occasions such as Easter, spring picnics and birthdays. The average price of a Blizzard cake is $21.49 for the eight-inch and $23.69 for the 12-inch.

    Also new on the treat menu at Dairy Queen this spring is the Nut & Fudge Waffle Bowl Sundae.  Made with creamy vanilla soft serve covered in peanut butter, hot fudge, peanuts, whipped topping and served in a fresh baked chocolate coated waffle bowl, the average retail price is $3.69.

    Dairy Queen began blending simple combinations of candies, cookies, fruits, nuts and DQ soft serve in 1985, to create the signature Blizzard Flavor Treat. Since then, one-of-a-kind flavors such as Strawberry CheeseQuake®, Brownie Batter, Turtle Oreo®, Banana Cream Pie and Double Fudge Cookie Dough have delighted Dairy Queen fans as featured Blizzards of the Month, a program that began in 2003.

    The incredible popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club in 2005, which has grown to more than 2 million members. Log on to the newly designed Web site at www.BlizzardFanClub.com.

    Dairy Queen also recently introduced a new permanent value menu at participating locations that offer a full food menu. With Sweet Deals, customers have a freedom of choice, allowing them to mix and match nine menu items, choosing two for $3, three for $4 or four for $5.  In all, customers will have more than 20,000 combinations to choose from.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  6. DQ Launches Sweet Deals Online Game

    Dairy Queen® Launches Sweet Deals Game

    Consumers can interact with new value menu through Web-based game

    MINNEAPOLIS – Dairy Queen® unveiled an online game to support the treat category leader’s recently introduced Sweet Deals, a new permanent value menu. The game is live at DQ.com.

    “With people at home more often in this economy, casual games are increasing in popularity, so the online game environment was a natural for us as we spread the news about Sweet Deals,” said Tim Hawley, vice president of marketing communications for International Dairy Queen. “Creating a game like this engages consumers in an exciting way and connects fans to our brand. We want consumers to view Sweet Deals as both a value proposition and something fun, and this game communicates that.”

    Appealing to men and women of all ages, the game showcases DQ®’s value menu foods and treats through a board format which allows users to choose unique value menu combinations (colors) to unlock their deal before time runs out. To measure achievement, the game keeps a tally of combinations and ranks scores accordingly. For additional excitement, there are a series of bonus levels and additional points for special combinations.

    “The game is simple, addictive, makes a hero of the Sweet Deals value menu and answers the question ‘what’s your deal?,’” said Mike Fetrow, Vice President Creative with space150, the Minneapolis-based design firm that developed the game.

    Dairy Queen’s new Sweet Deals value menu gives customers the freedom of choice, allowing them to mix and match nine menu items, choosing two for $3, three for $4 or four for $5, which is just one point of differentiation from its competitors. In all, customers will have more than 20,000 combinations to choose from. Sweet Deals includes full-portion menu choices such as the signature Dairy Queen cheeseburger, a classic all-beef hot dog, the new chicken wrap, French fries, onion rings, a side salad, a medium beverage and a small sundae or cone made with DQ’s famous soft serve with the curl on top.  

    This marks the first time in Dairy Queen’s storied history that a value menu will be offered year-round. This is in contrast to Dairy Queen competitors that are offering limited-time-only value meals.  

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  7. Survey Says Americans Still Eating Out

    Americans Still Eating Out According to a New National Survey

    MINNEAPOLIS - A recent national survey administered by Harris Interactive® on behalf of Dairy Queen®, a Berkshire Hathaway (BRKA/BRKB) company, revealed that almost half of U.S. adults (46%) are eating out at restaurants about the same or more as they did one year ago.  

    Celebrities including the Oracle of Omaha himself, Warren Buffett, and Dallas Mavericks owner Mark Cuban also weighed in independently of the survey, which was commissioned to discover just how the economy has affected dining decisions.

    Cuban, who several years ago took a challenge to manage a Dairy Queen restaurant for a day, says he would most likely take advantage of a value menu when asked about different economic incentives to eating out at a restaurant. He's not alone according to the survey:

    A majority (89%) of those who eat out in restaurants say that when dining out they would take advantage of discounts including value meals, coupons, frequent custom cards/membership programs, etc.

    When it comes to choosing a restaurant, almost three quarters of adults (71%) said price and menu variety were the most important factors in determining their choice of restaurant.
     
    “Today more than ever, consumers look for value, price and menu variety, which is exactly why we introduced Sweet Deals, our new, permanent value menu,” said Michael Keller, chief brand officer for International Dairy Queen, Inc. “Sales have been trending up since we launched Sweet Deals and this survey supports the fact that people still like to treat themselves, but are taking the extra time to find the best value.”

    Sweet Deals allows Dairy Queen customers to mix and match nine menu items, choosing two for $3, three for $4 or four for $5. The menu combines both food and treats and gives customers the opportunity to customize their orders, not only in terms of what they would like to order but also how much they would like to order, how much they would like to spend and how much they would like to save. The menu includes a classic cheeseburger, all-beef hot dog, premium chicken wrap, regular sized French fries and onion rings, medium soft drink, side salad, and a small sundae or dipped cone.

    What’s Buffett’s classic Sweet Deal? When visiting his favorite Dairy Queen location in Omaha, he opts for the four for $5 Sweet Deals meal, a combination of a cheeseburger, chicken wrap, medium beverage and a sundae.

    Sweet Deals will be supported by national advertising in May.

    Harris Interactive® fielded the study on behalf of Dairy Queen from March 5-9, 2009, via its QuickQuerySM online omnibus service, interviewing a nationwide sample of 2,852 U.S. adults aged 18 years and older. Data was weighted using propensity score weighting to be representative of the total U.S. adult population on the basis of region, age within gender, education, household income, race/ethnicity, and propensity to be online. No estimates of theoretical sampling error can be calculated.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

    About Harris Interactive
    Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research that is powered by our science and technology, we assist clients in achieving business results. Harris Interactive serves clients globally through our North American, European and Asian offices and a network of independent market research firms. For more information, please visit www.harrisinteractive.com.

  8. New Raspberry Truffle is Blizzard of the Month for May

    Dairy Queen® Debuts the Raspberry Truffle Blizzard® as Blizzard of the Month for May

    MINNEAPOLIS – Dairy Queen® debuts the second in its line of truffle Blizzard® flavors with Raspberry Truffle as the Blizzard of the Month for May.  

    Available at all Dairy Queen and DQ Grill & Chill® locations nationwide throughout May, the Raspberry Truffle Blizzard is a sumptuous mix of rich chocolate truffle pieces and sweet raspberry topping blended with creamy vanilla DQ® soft serve. 

    “We continue to create new and unique Blizzards and the truffle series is one of our most decadent flavor profiles,” said Michael Keller, chief brand officer for International Dairy Queen, Inc.  “Chocolate is a timeless trend and truffles certainly are an indulgence, but at Dairy Queen it’s an affordable indulgence. We’ve combined popular truffle and raspberry flavors for an irresistible, cravable Blizzard that will knock your socks off. It’s that good.”

    The chocolate truffle is a gourmet candy believed to have originated in France. In many chocolate houses, the chocolatier’s finest ingredients typically are reserved for the truffle.

    Historically, raspberries are native to Asia Minor, growing wild where they were gathered by the people of Troy in the foothills of Mt. Ida. They have gained popularity over the years in juices, purees, toppings, jams and jellies.

    The average retail price of the Raspberry Truffle Blizzard is $3.09 for the 12 oz., $3.49 for the 16 oz. and $3.99 for the 21 oz. Many Blizzard flavors can be made into delicious cakes, perfect for celebrating special occasions such as Mother’s Day, Memorial Day picnics and birthdays. The average price of a Blizzard cake is $21.49 for the eight-inch and $23.69 for the 12-inch.

    Also new on the treat menu at Dairy Queen this spring is the Nut & Fudge Waffle Bowl Sundae, made with creamy vanilla soft serve covered in peanut butter, hot fudge, peanuts, whipped topping, and served in a fresh baked chocolate coated waffle bowl. The average retail price is $3.69.

    Dairy Queen began blending simple combinations of candies, fruits, cookies, nuts and DQ soft serve in 1985, to create the signature Blizzard Flavor Treat. Since then, one-of-a-kind flavors such as Strawberry CheeseQuake®, Brownie Batter, Turtle Oreo®, Banana Cream Pie and Double Fudge Cookie Dough have delighted Dairy Queen fans as featured Blizzards of the Month, a program that began in 2003.

    The incredible popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club in 2005, which has grown to more than 2 million members. Log on to the newly designed Web site at www.BlizzardFanClub.com.

    Dairy Queen also recently introduced a new permanent value menu at participating locations that offer a full food menu. With Sweet Deals, customers have a freedom of choice, allowing them to mix and match nine menu items, choosing two for $3, three for $4 or four for $5. In all, customers will have more than 20,000 combinations to choose from.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  9. Sweet Deals Helps Drive DQ First-Quarter Sales Up

    New Value Menu, Sweet Deals, Helps Dairy Queen® Drive First Quarter Same Store Sales By 5 Percent

    MINNEAPOLIS – Dairy Queen®, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, has seen a 5 percent same-store sales increase for the first quarter behind the January launch and rollout of its new, everyday Sweet Deals value menu.

    Sweet Deals accounted for nearly 10 percent of total sales in March, making it one of the best performing food initiatives in Dairy Queen history. 

    “As we continue to build our food credentials, we are very encouraged by these first quarter numbers,” said Michael Keller, chief brand officer for International Dairy Queen. “Sweet Deals is an important initiative for us and its success suggests that customers have responded well to DQ®’s first value menu, which is well-suited and well-timed for the challenging economic environment we all are experiencing.”

    Sweet Deals allows Dairy Queen customers to mix and match nine menu items, choosing two items for $3, three for $4 or four for $5.  The menu combines both food and treats and gives customers the opportunity to customize their orders, not only in terms of what they would like to order but also how much they would like to order, how much they would like to spend and how much they would like to save. The menu includes a classic cheeseburger, all-beef hot dog, premium chicken wrap, regular sized French fries and onion rings, medium soft drink side salad, and a small sundae or dipped cone.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  10. Brownie Batter Blizzard is Back

    Dairy Queen® Hits a Home Run This Summer with Brownie Batter Blizzard® as Blizzard of the Month in June

    MINNEAPOLIS – As baseball season hits the halfway point and summer comes into full swing, Dairy Queen® steps up to the plate batting 1000 with the Brownie Batter Blizzard® as June’s Blizzard of the Month. 

    First introduced in 2004, the Brownie Batter Blizzard is one of the most successful of all flavors debuting as a Blizzard of the Month.

    Made with creamy DQ® soft serve blended with rich, “hand-scooped” brownie batter and moist fudge brownie pieces, the Brownie Batter Blizzard is available at participating Dairy Queen and DQ Grill & Chill® locations nationwide beginning June 1.

    “Brownie Batter is one of those flavors Blizzard fans can’t get enough of,” said Michael Keller, chief brand officer for International Dairy Queen, Inc.  “All of our Blizzard flavors appeal to the crave, but we really knocked one out of the park with Brownie Batter.  It’s a great summertime flavor for us.”

    The Brownie Batter Blizzard launch will be supported with national television advertising. The first Brownie Batter Blizzard commercial, created in 2004 and tagged “Tongue Tied,” received notoriety, winning several major industry awards, including one from the Association of Independent Commercial Producers (AICP), and is permanently on display at the Museum of Modern Art in New York City.

    The average retail price of the Brownie Batter Blizzard is $3.09 for the 12 oz., $3.49 for the 16 oz. and $3.99 for the 21 oz.  Many Blizzard flavors can be made into delicious cakes, perfect for celebrating special occasions such as Father’s Day, picnics and birthdays. The average price of a Blizzard cake is $21.49 for the eight-inch and $23.69 for the 10-inch.

    Also available through June at Dairy Queen is the Nut & Fudge Waffle Bowl Sundae, made with our famous vanilla soft serve covered in creamy peanut butter topping, rich hot fudge, peanuts, whipped topping, and served in a fresh baked chocolate coated waffle bowl. The average retail price is $3.69.

    Dairy Queen began blending simple combinations of cookies, candies, fruits, nuts and DQ soft serve in 1985 to create the signature Blizzard Flavor Treat.  Since then, one-of-a-kind flavors such as Strawberry CheeseQuake®, Midnight Truffle, Turtle Oreo®, Banana Cream Pie and Tin Roof Brownie have delighted Dairy Queen fans as featured Blizzards of the Month, a program that began in 2003.

    The incredible popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club in 2005, which has grown to more than two million members. Log on to the newly designed Web site at BlizzardFanClub.com.

    Dairy Queen also recently introduced a new permanent value menu at participating locations that offer a full food menu. Known as Sweet Deals, customers have a freedom of choice, allowing them to mix and match nine menu items, choosing two for $3, three for $4 or four for $5.  In all, customers will have more than 20,000 combinations to choose from.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

  11. DQ Introduces New Girl Scouts Blizzard Treat

    Dairy Queen® Introduces New Girl Scouts Tagalongs® Peanut Butter Patties Blizzard® for Summer

    Two iconic brands come together again for new and familiar treats

    MINNEAPOLIS – Peanut butter and chocolate always has been a popular flavor combination.

    Now Dairy Queen®, the treat category leader, has taken that flavor profile to new heights with the introduction of the first-ever Girl Scouts Tagalongs® Peanut Butter Patties Blizzard® Flavor Treat slated as the Blizzard of the Month for July.

    One of the most popular Girl Scout cookies, Tagalongs, also known as Peanut Butter Patties, are crispy cookies layered with peanut butter and covered with a chocolate coating. Dairy Queen is blending Girl Scout Tagalongs pieces with rich peanut butter topping and its signature creamy vanilla soft serve to create this one-of-a-kind Blizzard.

    This marks the second year that Dairy Queen is partnering with Girl Scouts of the USA, which last year culminated with the debut of the Girl Scouts Thin Mint Cookie Blizzard Treat. The Thin Mint Blizzard, made with creamy vanilla soft serve blended with Girl Scouts Thin Mint Cookie pieces and Crème de Menthe topping, will be the Blizzard of the Month for August. Last summer, Dairy Queen served more than 10 million Girl Scouts Thin Mint Cookie Blizzards, making it the most popular limited time Blizzard flavor ever. 

    “You might say it’s a Girl Scout summer at Dairy Queen with these two Blizzard flavors on our menu in July and August,” said Michael Keller, chief brand officer for International Dairy Queen, Inc. “But the relationship goes beyond that. During the week of July 20, we are hosting DQ® Girl Scouts Appreciation Week. Through events at our local Dairy Queen and DQ Grill & Chill® locations around the country, we will support this preeminent leadership organization in building girls of courage, confidence and character.”  

    Dairy Queen and Girl Scouts are both community-oriented organizations, which makes the partnership a natural fit. 

    “Our partnership with Dairy Queen enables us to reach the public in new and unexpected places,” said Laurel Richie, Chief Marketing Officer, Girl Scouts of the USA.  “We hope the Girl Scouts Thin Mint Blizzard and the Girl Scouts Tagalongs Peanut Butter Patties Blizzard whet people’s appetites so they remember to support the Girl Scout Cookie Program and all the business and financial literacy skills girls learn from participating in this annual leadership activity.”

    “We really are looking forward to a fun summer,” added Keller.  “This is a huge opportunity for us with these Blizzard flavors and it’s also an opportunity for Girl Scouts to create awareness and build their brand in local communities throughout the country.”

    The average price of the Girl Scouts Tagalongs Peanut Butter Patties Blizzard and the Thin Mint Cookie Blizzard is $3.09 for the 12 oz., $3.49 for the 16 oz. and $3.99 for the 21 oz. 

    Many Blizzard flavors also can be made into customized cakes, including Girl Scouts Tagalongs Peanut Butter Patties and Thin Mint Cookie, which is perfect for celebrating Fourth of July, National Ice Cream Day on July 19th, the kick-off of State Fair season in August or other special celebrations. The average price of a Blizzard cake is $21.49 for the eight-inch and $23.69 for the 10-inch.

    The popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club, which has grown to more than 2 million members (log on to blizzardfanclub.com). 

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen® stores in the United States, Canada and other foreign countries, offering world famous dairy desserts, hamburgers, hot dogs and beverages.  IDQ is part of the Berkshire Hathaway family, a company run by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway Inc.  Following the successful roll out of the DQ Grill & Chill® concept, the Dairy Queen system’s quick-service food concept that features an expanded menu and newly designed restaurant interiors, IDQ began testing the DQ® Orange Julius® concept in August 2005.  DQ Orange Julius locations blend a sleek, new look with the feel of a traditional ice cream treat shop and offers a treat menu that includes traditional DQ favorites as well as the Orange Julius line of premium fruit smoothies and fruit drinks.

    About GSUSA

    Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.4 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girls Scouts of the USA also serves American girls and their classmates attending American or international schools overseas in 90 countries. For more information on how to join, volunteer, reconnect or donate to Girl Scouts, call (800) GSUSA 4 U (800-478-7248) or visit www.girlscouts.org.

  12. John Gainor to Succeed Charles Mooty as President

    John Gainor to Succeed Charles Mooty as President, Chief Executive Officer at International Dairy Queen, Inc.

    MINNEAPOLIS - Charles W. Mooty, President and Chief Executive Officer, announced today the beginning of his leadership transition and implementation of his succession planning for International Dairy Queen, Inc. (IDQ) by naming John P. Gainor, as President and CEO effective July 1, 2008. Mooty will retain his role as Chairman of the Board through the end of the year.

    Gainor, 51, joined the company in 2003 and served as Chief Supply Chain Officer leading all supply chain functions for the company including purchasing, logistics, distribution, dairy, frozen novelties, equipment and supplies. Prior to joining IDQ, Gainor held various executive positions in the food-service industry and has extensive experience with franchisors in the quick service restaurant business both domestically and internationally. Under Gainor’s leadership, the Dairy Queen® system has consistently achieved margin reduction commitments by the franchisor for the cost of goods purchased by franchisees.

    “Becoming President and CEO of IDQ is a great honor and privilege,” states Gainor. “I am excited to build upon Chuck’s vision of developing pride and unity within the Dairy Queen system. We have a highly respected group of employees across the globe who are truly committed to servicing and elevating our franchisee community. I look forward to the challenges and opportunities which we will face in this highly dynamic industry.”

    Mooty, 47, has served as President and CEO of IDQ since January 2001 and has been with the company for 21 years. Under his leadership, the Dairy Queen system has realized seven consecutive years of same store sales growth and franchisee profitability increases. In addition, with Mooty’s guidance, great strides have been made in updating the company’s food-centric and treat-centric concepts (including DQ Grill & Chill® and DQ®/Orange Julius® ) and establishing the direction for development and reinvestment activities within the system.

    "We have an incredibly talented management team here at IDQ which has positioned us well for this leadership transition,” Mooty states. “I know that John will create great impact to our franchise system given his track record and masterful job of rebuilding our supply chain. He is a strong, effective leader who brings a wonderful breadth of knowledge within the quick-service restaurant industry and has proven his ability to develop effective franchisee relationships.”

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen stores in the United States, Canada and foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.

  13. Yule Flip this December for Dairy Queen®’s Holiday Blizzard®

    DQ® brings back the popular Yule Flip Peppermint Chip® as Blizzard of the Month

    MINNEAPOLISJust in time for the holidays Christmas, Dairy Queen® brings back the seasonally inspired Yule Flip Peppermint Chip® as Blizzard® of the Month for December.  A mouth-watering combination of peppermint candy cane pieces and rich chocolate chunks mixed with creamy DQ® soft serve, Yule Flip Peppermint Chip is available at all participating Dairy Queen and DQ Grill & Chill® restaurants nationwide beginning Dec. 1.

    “This colorful, flavorful holiday-inspired favorite really catches the spirit of the season,” said Michael Keller, chief brand officer for International Dairy Queen.  “A trip to Dairy Queen for one of our delicious Yule Flip Peppermint Chip Blizzards is a great way for friends and families to spend time together and share smiles and stories at this wonderful time of year.” 

    Peppermint candy is rich in holiday tradition dating back to 1670 when a German choir master in Cologne passed out sugar flavored sticks, bent in the shape of shepherd’s crooks, to keep his young singers quiet during the Christmas ceremony.  As a result, the candy cane was born.

    In 1985, Dairy Queen began blending simple combinations of candies, cookies, fruit and nuts with DQ soft serve to create the signature Blizzard Flavor Treat.  Since then, one-of-a-kind flavors such as Girl Scouts Thin Mint Cookie, Caramel Waffle Crisp, Cotton Candy, Chocolate Xtreme and Strawberry CheeseQuake® have become Blizzards of the Month, a promotion that began in 2003.

    The average price of the Yule Flip Peppermint Chip Blizzard is $2.75 for the 12 oz., $3.20 for the 16 oz. and $3.65 for the 21 oz.

    Many flavors also can be made into custom cakes, including Yule Flip Peppermint Chip, the perfect dessert for a holiday dinner, New Year’s Eve, a birthday or any special occasion.  The average price of a Blizzard cake is $19.99 for the eight-inch and $22.50 for the 12-inch.

    Also, just in time for the holidays, Dairy Queen offers gift cards.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen stores in the United States, Canada and foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.

  14. Turtle Oreo® is the Blizzard of the Month

    Dairy Queen® Shells Out a New Blizzard® in 2009

    Turtle Oreo® is Blizzard of the Month for January

    MINNEAPOLIS – Dairy Queen® kicks off the New Year with a new, original Turtle Oreo® Blizzard® as Blizzard of the Month for January.  A mouthwatering combination of Oreo cookie pieces, rich, gooey caramel and crunchy pecans blended with creamy vanilla soft serve, the Turtle Oreo Blizzard is available at all participating Dairy Queen and DQ® Grill & Chill® restaurants nationwide beginning January 1.

    "As we head into the New Year eager for change, what better way for Dairy Queen to kick off 2009 than with a new Blizzard flavor,” said Michael Keller, chief brand officer for International Dairy Queen.  “As one of the most famous, most desired and most consumed frozen treats in the world, we continue to create new and unique flavors that set us apart each time a Blizzard is turned upside down and served with a smile.”

    The popular turtle candy was introduced in the early 1920s and reportedly got its name when an employee at a chocolate factory remarked – upon seeing the new confection with pecans protruding from its side – that it looked like a turtle. The name stuck.

    The average price of the Turtle Oreo Blizzard is $2.75 for the 12 oz., $3.20 for the 16 oz. and $3.65 for the 21 oz.

    In 1985, Dairy Queen began blending simple combinations of candies, cookies, fruit and nuts with DQ® soft serve to create the signature Blizzard Flavor Treat.  Since then, one-of-a-kind flavors such as Girl Scouts Thin Mint Cookie, Caramel Waffle Crisp, Cotton Candy, Chocolate Xtreme, Brownie Batter and Strawberry CheeseQuake® have become Blizzards of the Month, a promotion that began in 2003.

    Many flavors also can be made into custom cakes, including Turtle Oreo, the perfect dessert for a New Year’s celebration, a birthday or any special occasion.  The average price of a Blizzard cake is $19.99 for the eight-inch and $22.50 for the 12-inch.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen stores in the United States, Canada and foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.

  15. Waffle-y Good!

    Waffle-y Good!

    Dairy Queen® introduces freshly baked waffle bowls and cones to the menu beginning in May

    MINNEAPOLIS – When it comes to treats, Dairy Queen® never waffles on a great idea. So this May when you walk into your favorite DQ® you will be welcomed by a sweet, warm aroma that is a feast for the senses as Dairy Queen, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, introduces freshly baked waffle bowls and cones.

    Waffle bowls and cones can be ordered plain, or chocolate coated, then filled with Dairy Queen’s creamy soft serve. New waffle bowl sundaes will be available in three delicious flavors including: Chocolate Covered Strawberry, Turtle and Fab Fudge – or customers can create their own.

    "Our freshly baked waffle bowls and cones could become as big as our Blizzard brand," said Michael Keller, chief brand officer for International Dairy Queen. "We are setting the gold standard for waffle bowls and cones and creating a ‘wow’ experience and product. We think we’ve hit a home run and can’t wait for DQ fans to come in and enjoy something new and different on the menu."

    The launch of Dairy Queen’s waffle bowls and cones will be supported by national television advertising beginning in May, which chronicles the story "Waffles" and "Soft Serve," the spokes-characters representing DQ’s new designer treats. The comedic spots follow the lighthearted relationship between Waffles and Soft Serve and how they are "made for each other." Dairy Queen plans on bringing Waffles and Soft Serve to life with personal appearances throughout the country.

    In addition, Dairy Queen will launch an innovative online contest at midnight on May 26 called "Freeze, Click, Win!" where customers in the U.S. and Canada, 13 and older, can submit creative photos of themselves with family, friends, pets and more enjoying waffle bowls or cones at their local Dairy Queen. The best photo will be selected daily by Dairy Queen and the winner will receive $500. Photos may be submitted via camera phone or computer at www.freezeclickwin.com, where contest rules and regulations also are posted. The promotion runs through July 27.

    "We are really excited about this integrated promotion for Waffles and Soft Serve," said Tim Hawley, vice president of marketing communications for International Dairy Queen. It emphasizes how important these new products are for our brand, and is one more way for us to connect with our fans and live our brand essence of sharing a smile and a story."

    Waffle bowls and cones are just a few of the new menu items and treats that Dairy Queen will debut in 2007. Waffle bowl sundaes will sell for an average retail price of $ 3.50, while waffle cones will sell for an average retail price of $2.60.

    About IDQ

    International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen restaurants in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.Following the successful roll out of DQ Grill & Chill, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes. 

  16. Dairy Queen® Bolsters Executive Team to Continue Building Food Credentials

    Dairy Queen® Bolsters Executive Team to Continue Building Food Credentials

    MINNEAPOLIS Dairy Queen®, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, has hired three restaurant industry veterans who will continue to develop and strengthen the company’s culinary credentials.

    "This is a very talented team with impressive experience who shares a passion for taking Dairy Queen to the next level with our food offerings," said Michael Keller, chief brand officer for International Dairy Queen (IDQ). "They will provide valuable insight and direction as we roll out new, different and exciting food items."

    New to the Dairy Queen team:

    Dr. William A. Barrier, vice president of research and development, who joined the DQ® team in 2006, oversees product development, quality assurance and international research and development. His career spans 20 years with companies including Burger King, KFC, General Mills, Pillsbury and most recently, Firmenich, an industry flavor supplier. Barrier earned a Ph.D. in food science from the University of Illinois at Urbana-Champaign. Barrier is a resident of Maple Grove, Minnesota.

    Greg MacIsaac, vice president of franchise operations — food systems, is responsible for operations of full service menu restaurants. He comes to Dairy Queen with more than 30 years of multi-unit restaurant operations experience, including the last six years as an operating partner for a 100-unit Applebee’s franchisee. MacIsaac also spent 26 years with Darden Restaurants, where he played an instrumental role in developing and operating both Red Lobster and Olive Garden restaurants in the United States and Canada. MacIsaac is a resident of Sagle, Idaho.

    Lane Schmiesing, vice president of brand marketing — food, responsible for building and leading DQ’s new product development and developing marketing plans to strengthen product and brand performance. Schmiesing was most recently vice president of marketing for Famous Dave’s of America, Inc. He is a member of the board of directors for the Marketing Executive’s Group of the National Restaurant Association, as well as a member of the Marketing Advisory Committee for ARC Greater Twin Cities, a non-profit organization that assists the intellectually and developmentally disabled and their families. Schmiesing earned a B.A. in Communication Arts from Hamline University in St. Paul, Minn. Schmiesing is a resident of Eden Prairie, Minnesota.

    Over the last few years Dairy Queen has been steadily spicing up its food lineup with new, flavorful burgers and sandwiches. The introduction in March of the FlameThrower® Chicken Sandwich kicks off the 2007 debut of several new food items that will be added to DQ’s menu during this year.

    "Bill, Greg and Lane bring tremendous expertise and vision to the table," said Keller. ‘We look forward to their collective leadership as we continue to develop a reputation for delivering craveable food items."

    About IDQ

    International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen restaurants in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.Following the successful roll out of DQ Grill & Chill, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes.

  17. The Heat is on at Dairy Queen®

    The Heat is on at Dairy Queen®

    New FlameThrower® Chicken Sandwich added to the menu in March
    New interactive Web-based FlameBlower game tied to launch


    MINNEAPOLIS – Since the 2004 introduction of the FlameThrower® GrillBurger®, Dairy Queen® has been steadily spicing up its food lineup with flavorful burgers and sandwiches. This March DQ®, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, again turns up the heat by adding FlameThrower Chicken to its sandwich menu.

    "The FlameThrower GrillBurger has been such a hit with customers that it made sense to expand the offering to chicken," said Michael Keller, chief brand officer for International Dairy Queen. "We are fulfilling the cravings for spicy food. The FlameThrower Chicken Sandwich gives our DQ fans even more to smile about."

    Debuting at all Dairy Queen/Brazier® and DQ Grill & Chill® locations in March, the FlameThrower Chicken Sandwich can be grilled or fried and is layered with whole leaf lettuce, tomato, zesty jalapeño bacon, spicy Pepper Jack cheese and topped off with a tangy Tabasco® flavored mayonnaise for extra zing. The launch will be supported by national television advertising throughout the month which will tout how incredibly hot and spicy FlameThrower Chicken is. The comedic spot features a group of co-workers eating the new sandwich and as they exhale, flames shoot out of their mouths.

    The FlameThrower Chicken Sandwich is the first of several new menu items and treats that Dairy Queen will debut in 2007 and will sell for an average retail price of $3.90 for the sandwich and $5.60 for a Basket meal, complete with fries and drink.

    Internet game fans also can test their skills at DQ’s new interactive FlameBlower game. Players earn points as they maneuver a hot air balloon through treacherous skies filled with birds, planes, and of course the coveted Flamethrower Chicken Sandwiches. Points are earned by keeping the balloon in flight. Each day, the top 25 scores will be posted. DQ also will reward a $25 gift certificate to a randomly selected player each day for the duration of the promotion. The FlameBlower game is the second of five planned Dairy Queen viral Internet campaigns and is now accessible at www.dqflameblower.comor www.dq.com.

    "We had a tremendous response to our first real foray into this type of viral marketing with Slow Jam, launched in time for Valentine’s Day," said Keller. "Launching five of these digital initiatives over the next six months is pretty notable for us."

    The Flame Game was designed by Launchfire, which specializes in online and wireless contests & sweepstakes, advergames, and viral marketing.

    About IDQ

    International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen restaurants in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.Following the successful roll out of DQ Grill & Chill, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes.

  18. Children's Miracle Network to Benefit From August Blizzards

    Blizzards® To Benefit Children's Miracle Network on August 7

    Miss America 2008 Kirsten Haglund serves honorary spokesperson
    for annual Dairy Queen Miracle Treat Day

    MinneapolisBlizzards are in the forecast for August 7, and that's just what a whole lot of folks throughout North America are looking forward to.

    On Thursday, August 7, participating Dairy Queen® and DQ Grill & Chill® locations will celebrate the third-annual Miracle Treat Day (www.miracletreatday.com) and donate proceeds from every Blizzard sold that day to Children's Miracle Network, a non-profit organization dedicated to saving and improving the lives of children by raising funds for children's hospitals.

    Miss America 2008 Kirsten Haglund, a national goodwill ambassador for Children's Miracle Network, will serve as honorary spokesperson for Dairy Queen's Miracle Treat Day. Miss America titleholders have been involved with Children's Miracle Network, visiting hospitals and helping with fundraising activities since 1989.

    Born in Farmington Hills, Michigan, 19-year-old Haglund studies musical theater at the University of Cincinnati and ultimately hopes to perform on Broadway. "I am honored to be a spokesperson for Miracle Treat Day as I know this event will do so much to help children in local hospitals throughout North America," said Haglund.

    Dairy Queen has been a supporter of Children's Miracle Network since 1984, raising more than $70 million during that time.

    "We welcome Kirsten to our Miracle Treat Day celebration, as she is such a positive role model and her visits are so inspiring to the children and adults she meets during her reign," said Michael Keller, chief brand officer for International Dairy Queen. "Last year we raised more than $4 million during Miracle Treat Day, and we look forward to topping that this year."

    Dairy Queen will serve up a variety of Blizzard Flavor Treats during Miracle Treat Day, including Oreo, the featured Blizzard of the Month for August. The Oreo Blizzard debuted in 1985, the Blizzard's inaugural year, and to this day remains the most popular flavor.

    For the participating Dairy Queen location nearest you, visit www.miracletreatday.com.

    The incredible popularity of the Blizzard brand led Dairy Queen to initiate the Blizzard Fan Club, which has already grown to more than 1.3 million members (log on to www.blizzardfanclub.com). For more information about Dairy Queen, visit www.dq.com.

    About IDQ

    International Dairy Queen (IDQ), headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen(r) stores in the United States, Canada and foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. Following the successful roll out of DQ Grill & Chill®, Dairy Queen's quick-service food concept that features an all-new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ® Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes.

    About The Miss America Organization

    The Miss America Organization is one of the nation's leading achievement programs and the world's largest provider of scholarship assistance for young women. Last year, the Miss America Organization and its state and local organizations made available more than $45 million in cash and scholarship assistance. For more information, go to www.missamerica.org.

    About Children's MIracle Network

    Children's Miracle Network – the alliance of premier hospitals for children – is a non-profit organization dedicated to saving and improving the lives of children by raising funds for children's hospitals across North America.  Each year the 170 Children's Miracle Network hospitals provide the finest medical care, life-saving research and preventative education to help millions of kids overcome diseases and injuries of every kind.  For more information, visit www.childrensmiraclenetwork.org.

    Media Contacts

    Chris Feeley
    954-776-1999 ext. 237
    cnfeeley@piersongrant.com

    Adam Singer
    954-776-1999 ext. 231
    asinger@piersongrant.com

  19. Hot Dog! Dairy Queen Introduces New All-Beef Hot Dogs

    Hot Dog! Dairy Queen Introduces New All-Beef Hot Dogs

    Treat leader becomes number one purveyor of all-beef hot dogs in U.S. 

    MINNEAPOLIS – Dairy Queen®, the treat category leader and one of the leaders in the quick service restaurant (QSR) industry, is beefing up its food menu with the addition of All American, all new, all-beef hot dogs beginning in July at all Dairy Queen/Brazier® and DQ Grill & Chill® locations nationwide.

    The roll-out comes just in time for the unofficial summer "hot dog" season and July 4th. "Summer is the prime time for us to introduce a new hot dog," said Michael Keller, chief brand officer for International Dairy Queen. "Our research indicates high consumer preference for a high quality, all-beef dog. And with this new menu addition, we are now the number one purveyor of all-beef hot dogs in the U.S."

    Ever since 1867, when German butcher Charles Feltman opened up the first Coney Island stand in Brooklyn, America has had an ongoing love affair with the hot dog, creating an assortment of condiments and toppings that range from simple mustard to chili cheese. The American Meat Institute reports that Americans consume 20 billion hot dogs a year. In 2005, the Dairy Queen system sold more than 30 million hot dogs.

    "Our customers are passionate about their hot dogs, so we spent a year testing flavor and size to land the top dog. In all, we probably compared 50 variations," said Keller.

    The average price of the new DQ® all-beef hot dog is $2.00. Customers can then choose to add one of several traditional, regional or upscale toppings and condiments.

    Also in July, DQ will feature Kit Kat® as Blizzard® of the Month. First introduced in April, the Kit Kat Blizzard is a flavorful mix of Kit Kat candy bar pieces blended with rich chocolate and creamy DQ vanilla soft serve. The average price of the Kit Kat Blizzard is $2.75 for the 12 oz., $3.20 for the 16 oz. and $3.65 for the 21 oz.

    Many Blizzard flavors also can be made into customized cakes which are perfect for July 4th celebrations and other special occasions. The average price of a Blizzard cake is $19.99 for the eight-inch and $22.50 for the 12-inch. 

    About IDQ

    International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,600 Dairy Queen restaurants in the United States, Canada and other foreign countries, offering dairy desserts, hamburgers, hot dogs and beverages. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway.Following the successful roll out of DQ Grill & Chill, Dairy Queen’s quick-service food concept that features an all new expanded menu and newly designed restaurant interiors, Dairy Queen began testing the DQ Orange Julius® concept in August 2005. DQ Orange Julius blends a sleek, new look with the feel of a traditional ice cream treat shop and offers an expanded treat menu that includes traditional DQ favorites, the Orange Julius line of smoothies and fruit drinks, and new signature desserts and sundaes.